<b>Anchor Unit: Self-Closing vs Persistent</b>

<b>Anchor Unit: Self-Closing vs Persistent</b>

The mobile anchor is the highest-RPM unit on most sites. The choice that matters isn't whether to run it — it's whether it's dismissible.

What it does — pins a 320x50/100 to the bottom of the viewport.
Setup effort (1/5) — a checkbox in most ad managers.
RPM lift seen — persistent (no close button) anchors earn +12-18% more than dismissible ones, simply because they stay visible longer.

Pros — best viewability of any format, fills near 100%.
Cons — persistent versions risk Better Ads Standards 'pop/sticky that obscures content' flags; users on small phones lose real estate, hurting dwell.

Lift: ★★★★★ — Risk: ★★★☆☆
Best for: content sites where the anchor doesn't cover the article body. Skip persistent if you're in Coalition for Better Ads enforcement regions — use dismissible there.